Communicating Livability: Changing Public Behavior

Livability of place is a central theme in developing concepts about transit ridership. In order to develop strategy for a compelling public communication campaign to increase transit ridership, this project frames the connections between livability and transit and offers a set of public campaign examples. A national survey taken of riders provides possible message strategies. With this information, a creative strategy team was tasked with developing a strategy for messaging and developed the Green Rider profile. Recommendations for creative direction and further study are offered